Make one big promise and offer one big desired end result
Think of a lead magnet as solving the equation: using X to achieve Y.
X is the lead magnet and Y is the expected outcome your target audience is looking for. How will your lead magnet make their lives easier or better?
For example, instead of offering a general guide to “social media marketing tips,” create a more specific promise. For example, “Get up to 1,000 YouTube views in 24 hours.”
Additionally, your CTA should reinforce this result-oriented promise. State it positively, like “Yes, I want to increase my YouTube views.”
Did you notice the call to action below? The affirmative statement shows personalization helps increase your conversion rate .
i_m in CTA
Image via Thoughtful
4. Deliver on your promises.
Don't forget the flip side of the coin. If subscribers download your lead magnet and find out they want it, they'll likely unsubscribe.
They will also assume that your paid products lack value. Don’t take that chance. Instead, deliver your lead capture forms exactly as promised.
5. Ensure the lead magnet is controlled and free
A lead magnet won't work if it's not free. Remember, your potential customers aren't ready to buy yet.
It must also be action-driven. In other words, it must provide something useful for your visitors to take immediate action on.
If it's a checklist, your readers should be able to follow it. If it's a video, it should include detailed instructions.
6. Your lead magnet should provide instant gratification to the user
Nobody likes to wait – especially not these days. We are all now, now, now.
That's why a lead magnet that offers free entry to a webinar next month probably won't work. The visitor facebook database will probably forget about it anyway.
Make it an instant download. You can deliver it via email or an internal page on your website with a link.
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7. The lead magnet should be "used up" easily and quickly
You might think that creating a long, drawn-out lead magnet would be perceived as offering a higher value. This is generally not the case.
In fact, it gives the impression that you are making your potential customers work harder to obtain information. That is never a good thing.
Focus on providing high-value information in an easy-to-digest format. For example, if it's an e-book, limit it to 20 pages or less. A video should be no longer than 30 minutes long.
8. Create multiple versions of the lead magnet
Some people like to read text content. Others like to watch videos while sitting at their computer or listen to audio on their way to work.